Advertisement: The television advertisement for Vitasoy promoted various plant based milk products made from soy beans, almonds, oats, rice and coconut. The advertisement said, in part: "For 40 years, Vitasoy have been turning plants in to milk with added goodness. Mmm delicious plant milk. Vitasoy - growing milk since 1940."

The Chair ruled the complaint was withdrawn.

Complainant, DCANZ, said: the references to milk in the advertisement could confuse consumers and were misleading.

The relevant provisions were Principle 2 of the Code for Advertising Food and Principle 1 and 3 of the Code of Ethics.

The Chair ruled to deal with the matter by "adjudication with attendance of the parties" pursuant to Rule 3 of the Complaints Procedures of the Advertising Standards Complaints Board.

As a result of further correspondence between the parties outside of the formal adjudication process, the Complainant advised the Secretariat they no longer wished to proceed with the complaint.

At the request of the Complainant, the Chair ruled the complaint was withdrawn.

Chair's Ruling: Complaint Withdrawn

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